Google launches Insights MENA: a tool for Internet consumer behavior data in key Arab markets
Google has launched Insights MENA an interactive website that provides research data about the online behavior of urban consumers in five key Arab markets: Egypt, Jordan, Morocco, Saudi Arabia, and UAE. This tool comes handy for online professionals, entrepreneurs, mobile apps developers and is alarming for tyrant Arab governments who can see how the shift of media usage and information control is going away from their hands to the internet,
as the research reveals that media usage via the internet is close to TV and newspapers.
The research was conducted by The Nielsen Company Dubai.
For Internet usage rates, UAE comes in top with 84% then KSA with 70% then Morocco with 51%.
Most internet users in UAE are not new to the internet as 52% has been online since more than 5 years, followed by KSA with 34% and only 17% of Egypt for being online 5 years and more. As for being only 1-2 years online Egypt comes first with 29%, jordan second with 23%.
In All countries, 83% of internet users access the internet from home, 26% from office, 20% from cyber caffe, 15% family and friends and 14% in the go. 70% access the internet daily for 11.4 hours from home and 8.7 from office.
The most frequent online activities are: visiting an online portal, using a search engine, send/ receive emails, use instant messaging, visit and access a social network. Reading writing a blog post came also as an important activity with happening an average 4 times a week.
90% of users own mobile, KSA and UAE has the highest percentage of internet enabled mobiles 69% then 58%, morocco at 28%, Egypt 41% Jordan 51%.
Again UAE and KSA has the highest internet usage via mobile 57% UAE 54% for KSA, then morocco 24%, jordan 18%, Egypt 22%. Which means targeting both KSA and Egypt with mobile apps is more important than other markets, even though UAE has a higher penetration rate than Egypt, but 22% percentage from a population of 10s of millions is greater than 57% of few millions in UAE.
As for E-commerce 12% form UAE purchased online, while 19% did online research, then comes KSA with 5% buying online, morocco and jordan stand at 2% and Egypt at 1%. What are the reasons for these numbers? GDP per capita is higher in KSA and UAE than other countries.